Copywriting. Part 4: Effective Advertising Messages Chapter 13. Chapter Outline. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print How to Write Radio Copy How to Write Television Copy Writing for the Web Copywriting in a Global Environment. Key Points.
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Part 4: Effective Advertising Messages
Should have a clear focus and try to convey only one selling point
Every word counts; space and time are expensive
Keep a single focus
Use imaginative descriptionAdvertising Writing Style
The headline must work in combination with the visual to stop and grab the reader’s attention
The headline must identify the product and brand, and start the sale
The headline should lead readers into the body copy
Indirect-action headlinesHow to Write Headlines
The way these elements are used varies with the objective for using the medium
Copy does not have to work as hard to catch audience’s attention
Straightforward and informative
Writing is briefPrint Media Requirements